Gen-Z, Millennial Opps: Array taps CMO amid service launch (Score 72)

Array welcomed Jeff Tobler as its new (and seemingly first) CMO on March 1 (since he's their one CMO, does this count as a Tobler-one?). Tobler joined from Warner Bros., where he served as the SVP of publicity, communications and social media of its worldwide television division. Now, Tobler will handle all brand, marketing and communications strategy aspects for Array Filmworks, Array Alliance, Array Crew and Array Releasing. 

Additionally, less than a year has passed since Array appointed Yejide Collman as a marketing and partnerships manager in August 2020.

This arts and social impact group is focused on changing narratives. It just launched a new database, Array Crew, focused on inclusion for below-the-line professionals in the film and television industry.

According to Adbeat, Array hasn't invested in digital display since Q1 2020, when around $327 went toward programmatic ads placed via Google Display Network onto afropunk.com.

I expect it to return to this channel and potentially make forays into additional ones under its new CMO. Considering Tobler's expertise with social media, paid social will likely be at the top of the list.

Array tends to target an array (ha!) of consumers, especially Gen-Z and millennials. It also particularly targets people seeking to learn more about racial inclusion, particularly those within the film and television industry. Its CMO hire will likely result in higher ad spend.

Agency & martech readers - Get in touch soon to see what work is available under Array's new marketing leadership, especially if you have non-profit expertise.

Jeff Tobler
Chief Marketing Officer
jeff@arraynow.com

Yejide Collman
Marketing & Partnerships
yejide@arraynow.com